Within 7 Days of Installation, Churn Is Already Decided
Preview: Post‑Download Era: Designing Player Motivations
User churn begins immediately after install.
Retention and revenue are largely determined between Day 1 and Day 7.
🎮 Index
Industry Benchmark: Retention Rates
Why the First 7 Days Matter
The Limitations of Onboarding Incentives
Playio's Rewards System
Campaign Case Study
Key Takeaways
📉 Half of Players Never Return After Day 1
49% of new players do not return the day after installing.
The first 7 days post-install are the most critical window for churn in mobile gaming.
🚨 While the cost of user acquisition continues to rise,
nearly half of new users leave before they deliver any value.
📊 Industry Benchmark: The Retention Crisis in Gaming
Mobile games face the steepest retention decline across all app categories.
Early onboarding rewards provide only short-term impact.
📌 What truly keeps players engaged is not superficial rewards.
Real, lasting retention is driven by intrinsic motivation.
📘 Why You Need This Report
This report delivers actionable insights for marketers and publishing teams who want to:
Reduce early churn and strengthen retention
Build long-term strategies beyond reward-based tactics
Design engagement-driven marketing, not just install campaigns